What is tmall? If you want to sell your company’s products What is tmall? in China or if you are a distributor, one of the starting points is the markeplace Tmall. So, what is tmall? What is tmall? This platform allows not only the sale of products, but also the implementation of paid marketing and content marketing strategies. If you want to know more about how to sell your products on Tmall continue reading.
What is Tmall?
What is tmall? Tmall is a B2C online store owned by Alibaba, born in 2008. It is the first online shopping platform in China. It occupies 63% of the market and has 755 million monthly active users. As a generalist Marketplace, it offers consumers all kinds of products from more than 100,000 brands.
Authorized brands and retailers are present in Tmall through the creation of a fully customizable Flagship Store. This allows to successfully promote the identity of the brand. Not only that: it also helps create a well-kept user experience, almost as if the user is actually in the store.
A Flagship Store on Tmall can be single-brand, authorized brand, or multi-brand. To open it, you must follow a procedure that can take several months. That is why it is always better to be properly advised and take into account these deadlines when making the decision to enter this great platform.
The criteria and advantages, the keys to knowing how to sell on Tmall successfully.
In addition to being the main Chinese ecommerce platform, Tmall can boast other advantages:
– It has a simplified payment process, in which buyers do not necessarily have to use a credit card. In fact, it is possible to complete your purchase through the Alipay electronic payment system.
– Only original and verified marks are accepted.
– Sellers have an excellent analytical tool and periodic reports on sales trends.
– Tmall often launches real shopping festivals to attract consumption and stimulate sales. The most famous is Single’s Day, which is celebrated on November 11 and has some of the highest sales peaks of the year.
Sponsor at Tmall
There are several ways to sponsor your products in Tmall. The two most effective activities are content marketing and paid marketing, both in and out of e-commerce. In fact, we remember that digital platforms are now strictly interconnected and that users travel from one to another during their user journey. In addition, Tmall, owned by Alibaba, is part of an e-commerce platform ecosystem of the parent company with which it is closely linked. Among all, Taobao is without a doubt the most interconnected with Tmall. Tmall is an application in its own right, but at the same time integrated into Taobao. What is tamll?
Content marketing at Tmall
1. Live streaming
To understand well how to sell on Tmall you should know that one of the most effective channels to direct traffic on Tmall, while marketing content, is the Taobao Live live streaming platform. In fact, Taobao Live is a channel that is increasingly used by brands (luxury and otherwise). Brands begin collaborations with Key Opinion Leader (KOL), who promote products selected by brands directly. During live streaming, users can purchase by clicking on the pop-up icons of the presented products. Therefore, we work on the attractiveness and curiosity of customers, with call to action and direct links to flagship store. Doing so increases conversion rates. Limited coupons or benefits are often used to further stimulate sales.
2. Good Goods
Good Goods, also known as the “Product Recommendation” section, is a section on the Tmall and Taobao homepage that collects articles shared by KOL. As with WeChat newsletters, these are brand-sponsored content, in which images and product descriptions are inserted. Finally, the direct link to the product page cannot be missing here. However, there is one feature: only limited edition products, born of special collaborations or capsule collection parts, can be offered. In short, they must be unique products and not always available on the market.
3. Taobao Toutiao. What is tmall?
This section is very similar to the previous one. Inside, the items are divided by product category. Here too, however, there are rules imposed by the platform that must be respected. In fact, unlike Good Goods, not all KOL can publish in Toutiao, but only the upper-class, therefore very famous. Items must contain no less than 300 characters and 3 images. In addition, they must relate to lifestyle issues or a current trending topic.What is tmall?
4. Weitao What is tmall?
Unlike Good Goods and Taobao Toutiao, Weitao is a newsletter section of the flagship store. This means that it is managed directly by the Store Operator. Therefore, Weitao is the store’s official channel for content marketing, stimulating curiosity about online products and increasing brand awareness at Tmall. The contents created and published by the operator consist of a graphic part, a textual part and the classic links to the products.
Content marketing outside Tmall. What is tmall?
In today’s digital landscape, Chinese consumers no longer follow a linear path to the decision to buy a product. They are reached through various channels of information, purchase and service before choosing. Which is why Tmall must necessarily relate to other channels, particularly social media.
This strategy is called multichannel marketing. It allows to increase the generation of leads and the knowledge of Tmall thanks to the traffic generated by social networks. By connecting to these channels, not only the relationship with the user is improved, but also the transition to the ecommerce platform.
The most commonly used ways to link WeChat and Weibo content on Tmall is in QR codes or links that refer directly to the product page or ecommerce homepage. The same procedure can also be done in Douyin and Xiaohongshu (Little Red Book), two of the most popular emerging platforms at this time to stimulate shopping. Also in this case you can use direct links in pop-ups or internal publications with CTA to buy.
Paid marketing at Tmall. What is tmall?
Starshop is an area dedicated to the brand keyword. It is presented in the form of a customizable banner that appears after searching for the brand keyword. It appears in the first position, very clear and different from all search results. It’s an exclusive marketing channel for Tmall’s flagship stores, costing every thousand impressions (CPM).
2. Diamond Booth
Diamond Booth is used to perform advertising reorientation activities on Taobao’s mobile and PC homepage, through a customizable banner referring to the store. The channel has a CPM or CPC cost. It is recommended during official platform events to generate traffic and get more in-store exposure.
ZTC (an acronym for Zhi Tong Che) works as a kind of Google Ads, if you want to know the keys to how to sell on Tmall this platform is great. In fact, it allows advertisers to appear among the first in the Tmall search result based on user queries made with certain keywords.
4. Super recommended
In addition, the latter tool is used to advertise reorientation on the Taobao mobile and PC homepage, through pushing a specific product, which appears as a suggestion in the product list.
Paid marketing outside Tmall
Finally, there is the possibility to pay for advertising outside of Tmall. Usually the channels we recommend focusing your investments on are the Baidu search engine and the weChat and Weibo social networks. These, in fact, are among the most widely used platforms by the vast majority of Chinese users.